Plato Coffee has continued its rapid expansion with the opening of its first location in the UK and the opening of its coffee academy in South Africa.
The brand has seen a massive expansion since its launch in 2019 out of a container store in Centurion, when it was launched by Stephan and Petrus Bredell.
Their first store was traded under an informal licence. The brothers would capitalise on the growing foot traffic during the COVID-19 lockdown periods.
At the start, Petrus ran most of the operations, while Stephan still worked in corporate. “If it weren’t for him, Platō wouldn’t have been able to operate in the beginning,” said Stephan.
When they hit around 8 stores, Stephan realised that it was time to leave his job to run things full-time as CEO, which propelled the brand’s footprint.
The brothers’ expansion plan across South Africa differed from most coffee chains, and they looked to focus on underserved areas, including lifestyle centres and smaller towns.
The siblings grew up moving between small mining towns in the north of the country, giving them insight into the social and economic landscape of places that may have never seen trendy coffee shops.
“I think people in big cities have the misconception that there’s no money in smaller towns. But because I grew up there, I saw there was always an ‘oomie’ with a nice Mercedes or a big house,” Stephan said.
The brothers were then able to build a loyal customer base and create a recognisable brand without relying heavily on advertising.
The chain’s clean and simple aesthetic kept it apart from competitors, with stores having a greater community-focused character than many of its competitors.
Plato introduced a franchise model in 2022, which has helped it see rapid expansion in recent years.
When they reached 40 shops, they opted to scale via a private equity deal. The roastery became a full-time occupation for Petrus, which has grown into a separate entity known as Blank Supplies.
Under the holding group called Slingshot, Stephan started to build a group of businesses that work together.
This includes a bakery that supplies all cafes, a company that sells coffee equipment, and an interior architecture firm that designs all stores.
International expansion
The company has now launched its first location in the UK, opening at 8-9 Norton Folgate, London E1 6DB.
The new location in London is the brand’s first foray out of Africa, with the company having around 140 locations around South Africa. It opened its first store in Zimbabwe last year.
“I always say I’m just dumb enough to think something’s going to work,” Stephan said. The brand does not have an over-analytical approach and decides to take action to see if an idea works.
The new London location is in a 23-meter-wide storefront next to one of the city’s busiest train stations. While the company looked at smaller towns in South Africa, the UK launch is seeing Plato “going big.”
On top of the new store in the UK, the brand has also launched The Academy by Platō Coffee in District 6, Cape Town.
The academy will serve as a training centre for franchise partners and baristas, while also being open to the public. It provides barista courses, coffee workshops, and practical training for all skill levels.
“We’ve created a space for people who are genuinely curious about coffee. A place to learn, taste and explore through workshops, sensory sessions, latte art and more,” said Stephan.
“Beyond that, it’s a space to slow down. Bring your laptop, bring your book or just come through and enjoy a really good coffee.”
Plato’s innovation has also seen it become the first company in South Africa to roll out Yoyo’s card-linked loyalty system, with customers earning rewards every time they tap to pay.
Every time a customer taps their bank card to pay at a Platō café, a 5% cashback is reflected in their Platō App.
Plato Coffee images
